BMW Brand Equity Analysis Report(BEAR)

BMW Brand Equity Analysis Report(BEAR) Research Paper example
Undergraduate
Research Paper
Marketing
Pages 6 (1506 words)
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Date: 23rd: 03:2013 To: From: Subject: Analysis and recommendations for BMW Executive summary BMW group has remained one of the top-selling car manufacturer having almost a million and over cars sold. It has continued to be the largest leading manufacturer of cars in terms of sales volumes…

Introduction

The introduction provides a brief profile of the company. The report will also provide the current status of the brand as well as its investments in the business sector. Challenges that are being faced by the firm will be provided including recommendations necessary for implementation in order to realize success in the company. The recommendations should be taken into consideration if significant success and consistent quality are to be enhanced. Introduction BMW is short for Bavarian Motor Works which began in the early years of the twentieth century. It first began as an aircraft engine manufacturing in Germany. The success of its 6-cylinder BMW IIIa engine saw it become a publicly traded company (Easton, 2008, p. 1). The license to manufacture automobiles was obtained in the year 1928. Throughout the years, it has been able to gain reputation for innovation, as well as, quality in the automobile, aircraft engines and motorcycle fields. Its reputation has continued to grow owing to its award winning performance and impressive designs. BMW was listed by Forbes.com as the most reputable company in the world in the year 2012. The rankings were obviously based on such issues as people’s willingness to invest in the company, to buy, to work for and to recommend. Their perception of the products and the company were useful in the rankings. ...
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